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The U.S. hospital marketplace is multifaceted and can be divided into multiple market segments. In this challenging marketplace, pharmaceutical and biotechnology sales people must negotiate increasingly complex organizational and decision-making structures to effectively represent their brands. Hospital formulary decisions are not only being influenced by medical professionals focused on efficacy and safety but also by administrative personnel focused on operational efficiency and cost.

This updated benchmark study is focused on understanding the variables in developing an effective sales force to service the hospital marketplace -- to get products onto hospital formularies. The report contains data from 2011 and presents longitudinal data from 2008 and 2006 that allows hospital sales leaders to see emerging trends in the hospital marketplace.

Executives from 12 leading pharmaceutical organizations participated in this benchmarking study. Key focus areas of the study include:

Hospital Segments Serviced

Importance of Key Decision Makers/Influencers in Making Formulary Decisions

Hospital Sales Force Alignment

Hospital Sales Force Structure

Hospital Sales Force Support

Hospital Sales Force Training

Hospital Sales Force Staffing

GPO Targeting and Sales Force Size

Sample Key Finding

Change in the strategy of aligning sales forces groups and structure for penetration of the hospital market: Portfolio Focus remained a prevalent sales force alignment model across markets and decision-maker types, although Disease Focus gained more importance in 2011 within some hospital segments. The majority of companies maintain a single alignment model and sales force structure across decision-maker classes. The Hybrid Sales model still is used significantly by more benchmark partners, but the Account Executive model has emerged in 2011 as new alternative since the last study in 2008.

The models employed continue to be mixed across Hospital market segments. Within the Community Hospital segment, the Traditional Rep model remains preferred by all the benchmark class. The Account Executive model is used most often in the network segments and VA Hospitals; Hybrid models are prevalent in the Academic Medical Center segment.

The training of an organization's sales force -- particularly in the pharmaceutical sector -- is one of the critical steps companies must take to succeed in a competitive marketplace... (ID PSM-292)Companies Profiled: Actavis, Arbor Pharmaceuticals, Astellas, AstraZeneca, read more ...

In today's pharmaceutical marketplace, companies not only have to fight to win product placement on Managed Care formularies but also to "pull through" the business and increase market share after a win... (ID PSM-241)Companies Profiled: Abbott Laboratories, Alcon, Allergan, AstraZeneca, read more ...

Key Opinion Leaders (KOLs) are recognized as one of the most effective avenues for building awareness in medical and scientific communities... (ID POP-253)Companies Profiled: Abbott Nutrition, Marcyrl, Antibiotice, Abbvie, read more ...